More from HarperCollins, this time some sweet data on the results of their recent experiements with “free”.

Publishers Weekly reported that at recent panels at BEA and the IDPF Digital Book conference HarperCollins shared the results of digital giveaway campaigns they did with books by Neil Gaiman, Erin Hunter and Robin Hobb.

Here’s the skinny:

  • Promotion for: Neil Gaiman’s American Gods
    – Content given away: Full access to the book, through the company’s Browse Inside feature
    – Number of page views generated: 3,827,306
    – Average page views per visit: 46
    – Number of clicks on a buy link: 1,177
    – Result: Promotion bumped weekly sales of the title at bricks-and-mortar locations by 250%.
  • Promotion for: Neil Gaiman’s Fragile Things
    – Content given away: DRM-free audio download of Gaiman’s short story “A Study in Emerald” to promote the collection Fragile Things
    Result: Promotion didn’t drive registration and, according to Harper, “readers bypassed our up-sell efforts” because content was “too easy to take and run.”
  • Promotion for: Erin Hunter’s Warriors, Volume 3
    – Content given away: Browse Inside preview of 20% of the book
    – Result: Preorders of the book increased 30%.
  • Promotion for: Robin Hobb’s Shaman’s Crossing
    – Content given away: Full e-book (downloadable with DRM and registration)
    – Result: Same-title and backlist sales of Hobb’s e-books increased.
  • The results are interesting and certainly seem to indicate the value of offering free open-access trials of content to entice people to buy the book. I hope more publishers will be willing to share data for the benefit of the industry.

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